Authentic Green Action Or More Corporate Spin? A Climate Expert Reviews Apple’s Latest Ad
Laure Legros (lead image) is the head of experience at WorkforClimate, a non-profit organisation that empowers employees with the tools, confidence and community to turn their companies into climate champions from the inside. In this guest post, Legros casts an expert eye over the green credentials of Apple’s new ad…
In line with its 2023 keynote, Apple has launched its latest ad this week, where we see CEO Tim Cook welcoming Mother Nature herself (played by the illustrious Octavia Spencer) into the boardroom to answer her probing queries on how the tech giant is measuring up on the sustainability front.
The ad – part comedy skit, part sustainability sizzle reel, and backed by the slick production you’d expect from an Apple TV show – feeds on consumer cynicism towards common greenwashing tactics, with Mother Nature herself approaching the company with understandable distrust and scepticism. “This is my third corporate responsibility gig today, so who wants to disappoint me first?” she asks.
But lo and behold, as Apple employees dutifully outline all of the measures they’re taking to make their products more environmentally friendly, she begrudgingly warms up. Commends them on their efforts, even, and leaves cautiously satisfied. The boardroom erupts with relief. Backs are patted. They’ve done it.
Amid all of this is a big announcement: the Apple Watch 9 is the first carbon-neutral product sold by the company. The goal is to make all products carbon neutral by 2030. The leaf on the Apple logo is green – get it? Yet herein lies the ultimate conundrum of Apple’s sustainability commitments: their ad for their climate commitments is also an ad for their new products.
Consider this: At the same time this ad was released, so were four (four!) new iPhone models. This anticipated annual product ‘update’ is about convincing consumers they need newer things. Better things. More things.
So the real question is: is Apple doing what’s required to meet the magnitude and urgency of the climate challenge with all its might? Are they really “all-in” on solving this crisis and keeping the planet safe for humanity, now and in the future?
Well, the ad comes off the back of a few recent ‘green’ announcements from Apple, including an about-face on the ‘right to repair’ bill (they’re finally encouraging third-party repair to boost product longevity, after fighting it for years) and raising their voice on climate policy, both of which conveniently drummed up positive press in the lead-up to the video’s release.
To be fair, Apple is doing a lot of good work in the climate and sustainability space – especially compared to the other big comparable tech companies. They have bold commitments for emissions reductions, including working with suppliers to cut scope 3 emissions across their entire supply chain. Their switch to 100% renewable electricity (which is something any company can and should take advantage of right now) is being done transparently, in a way that actually transforms the grid. And the commitment to remove all plastic from their packaging by 2024 is commendable.
But there are also huge problems with Apple’s claims.
The first is around its plans for ‘carbon-neutral’ products. This claim still largely relies on unproven “high quality” offsets, the credibility of which has been contested time and time again. In short: regardless of their quality, offsets are a band-aid, not a solution. And within our current corporate constraints, carbon-neutral products are an oxymoron. No product – anywhere, ever – can claim to have no impact on our already strained climate system. As sustainability designer Lloyd Alter says, “the only truly carbon neutral watch is the one you don’t buy”.
Which brings us to the next point: Apple is using its carbon-neutral claims to give customers the social licence to continue consuming its products, ultimately maintaining its market dominance and model of endless growth. Regardless of what a slick ad might try to convince you of, Apple doesn’t answer to Mother Nature, or even its customers; it answers to its investors and shareholders. And they demand profits and growth. Growth which exacerbates the climate problem, instead of solving it.
Of course, the takeaway for consumers is to not buy things you don’t need. But in placing the responsibility on individuals to avoid consumerism, we’re giving companies free rein to overproduce, overmanufacture and oversupply their products. What we desperately need – and what the planet, the climate and Mother Nature herself needs – is for companies to not make an endless stream of unnecessary things in the first place. That would be a true win for sustainability.
Latest News
Marketing From The Cockpit: How Creativity Transformed AB InBev From A Brand Buyer Into A Brand-Building Powerhouse
Anheuser-Busch InBev (AB InBev) VP of global brands, Richard Oppy, explains how in just five years the marketing function turned the world’s largest beer buyer into the upper echelon of brand building. Ab InBev has cleaned up at Cannes and the Effies, while driving record levels of organic growth. And, all this in spite of […]
Cebu Pacific Launches Campaign To Showcase The Philippines As Major Destination For Aussies
In case you needed another reason to visit the Philippines.
Elon Musk’s X Corp Defeats eSafety In Federal Court
Is it just B&T or is Elon Musk slowly morphing into Darth Vader minus the chokehold?
TV Ratings (12/05/2024): Framer Brings Home The Bacon
Lovelorn famers continuing to do good TV numbers. As desperate roof tilers & abattoir employees say "what about us?"
Starcom Pips PHD & Kaimera To Win Gold At Nine’s Agency Games – Check Out All Of The Photos And Coverage Of The Event
Starcom proves the top agency at Nine's Agency Games. Thankfully, no one has asked for urine testing either.
Zitcha Solves In-store Retail Media Measurement With Game Changing Venvee Partnership
Does your in-store retail media measurement resemble a kitchen draw with the screwdrivers & plastic bags? Help is here.
Menulog Delivers More Beef Than Drake and Kendrick Combined, Via Thinkerbell
This "more beef" ad could have also used William & Harry, Oasis, and Bruce Lehrmann & just about everybody.
Komo Tech Announces Landmark Partnership With Fanatics Events To Revolutionise Live Event Experiences
This partnership promises to "revolutionise live event experiences". Hopefully it doesn't alert any sniffer dogs too.
SCA “Disappointed” After ARN and Anchorage Capital Withdraw Takeover Bid
ARN's bid for SCA trips up at the final hurdle. It's also unclear if other states will have to suffer Kyle Sandilands.
About Bloody Time – News.com.au Campaign Secures Win For Endometriosis Sufferers
News.com.au puts aside its passion for 'China set to invade' & overcharging Sydney cafe articles to do some real good.
Fast 10: B&T Talks Brand Rituals, Keeping It Fresh And DE&I With Affinity Media’s Angela Smith
B&T's probing Fast 10 is so quick it's liable for double demerit points on public holidays.
FriendlyJordies Journalist Calls The Police After Allegedly Being Informed Of Gangland Threats By ABC Reporter
What's better than a Walkley Award for journalism? Getting a hit put out on you by a Sydney underworld drug gang.
Two Iconic Brands Seal The Deal With Exclusive Strategic Partnership
Wonderfully, a horse turned up for this press photo. Better again, everyone went home with some manure for their roses.
JCDecaux Wins Tender To Retain Sydney Airport
Shopping at airports has always been a paradox. On one hand there's the duty-free, on the other there's $24 schooners.
QMS Adds Hills Shire To Sydney Network
Forget the hills being alive with the sound of music, as Sydney's Hills district comes alive with new outdoor.
Taboola Targets Large Advertisers With Taboola Select
Taboola unveils its new Taboola Select offering. It's a lot like diet vanilla Coke without any aspartame risks.
Enigma Appoints Ren Frise As Director
Ren Frise sounds like one of the cooler characters in the new Star Wars films. Alas, he's all the more earthbound.
Imran Masood Named As VP AUNZ at DoubleVerify
DoubleVerify continues with the insidious scourge of American job titles, as Imran Masood named VP of APAC.
OMD Brisbane Announced New Leadership Team After Rob Swinton Departs After 20 Years
A good time to go for the best desk in the office as OMD Brisbane announces reshuffle.
“Get Sh*t Done”: QMS’s Tennille Burt On The Importance Of A Consistent & Impactful Leadership Style
We can all buy into Tennille Burt's "get shit done" mantra. Yet, it never seems to work when trying to put laundry away.
Cairns Crocodiles The Work: Healthcare Sponsored By Alternaleaf
Every so often the mighty advertising industry uses its powers for good. This is one of those times.
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.